Don't over-mention the keywords on the page (but do mention them in the TITLE, the META description tag and the H1 tag) and if you get incoming links, try to vary the anchor text (the actual text of the link). Since the keywords you're targetting as your main keywords are baked right into the domain name so they'll be present anyway.
Think about what people are likely to see as a Google snippet when they do a search (the snippet is the combination of the link and the description. The link text comes from the TITLE tag, the description comes from the META description tag if one is present AND the keyword being searched is within the tag). So for example, if your TITLE is "Hot Cross Bun Recipes for Easter" and your meta description is "30 quick, easy to cook hot cross bun recipes that will see you through to Easter Day." then your search snippet for a search for "hot cross buns" might look like this:
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Hot Cross Bun Recipes for Easter
http://www.exampledomain.co.uk/
30 quick, easy to cook hot cross bun recipes that will see you through to Easter Day.
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What you're trying to achieve is a "click-worthy" combination of the title and the description (a good URL can only help, but you've got that) so you want a simple but compelling title (probably something better than my example) plus a description that goes well with it, not too short (otherwise Google will take text from elsewhere on the page automatically as filler and you won't have control over the snippet), not too long (otherwise Google will excerpt a piece of it, and again you don't really know what will be displayed as a result.
You will also find that the META description tag may not be used for search results if it doesn't contain the search terms at all (Google seems a bit fickle here). Again, an example: if your TITLE is "Hot Cross Bun Recipes for Easter" and your meta description is "30 quick, easy to cook recipes that will see you through to Easter Day." then your search snippet for a search for "hot cross buns" won't necessarily use your META description text since it doesn't have "hot cross buns" in it. Instead, Google will help itself to a snippet from elsewhere on the page (or build a snippet out of several pieces of text from various parts of the page) especially if the text "hot cross buns" is in/near there.
Ultimately, you're trying to "win the click" i.e. if somebody's looking at a screen with 3-5 Google results on it, yours has to be the most readily appealing so that you get more clicks from the traffic than you would normally be expected to get.
You can play with this Google serps (search engine results) simulator to try out various combinations of titles and descriptions to get something attractive and readable, then once you're happy with it you can add them to the header of your page in the title and META description tags...
http://www.seomofo.com/snippet-optimizer.html
Oh, and it's a little thing, but if you have a link back to the homepage from other page(s) of the site, make sure you always link back to the root domain not to the page (i.e. don't link to the index.html or index.php or whatever page, just to
www.keepcalmmugs.co.uk.
